RT Journal Article
SR Electronic
T1 Advertising Attitudes and Advertising Effectiveness
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 67
OP 72
DO 10.2501/JAR-40-3-67-72
VO 40
IS 3
A1 Abhilasha Mehta
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/3/67.abstract
AB Print advertising performance is influenced by consumers' attitudes toward advertising in general. Respondents with more favourable attitudes toward advertising recalled a higher number of advertisements the day after exposure and were more persuaded by them. The implications are discussed here.